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Diagnosing customers experience, emotions and satisfaction in
Malaysian resort hotels

 

Faizan Ali1* , Kashif Hussain2 and Rosmini Omar3

 

Received: 31/05/2014 Accepted: 05/07/2015

 

1Post-Doctoral Scholar, International Centre for Hospitality Research, Dedman School of Hospitality, Florida State University, 288 Champions Way, B2200 University Center, P.O. Box 3062541, Tallahassee, FL 32306-2541, phone: +1-850-459-2545, e-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
2Associate Professor, Faculty of Hospitality and Tourism Management, UCSI University, 56000 Kuala Lumpur, Malaysia, e-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
3Associate Professor, International Business School, Universiti Teknologi Malaysia, International Campus, 54100, Kuala Lumpur, Malaysia, e-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
* Corresponding author

 

 

Abstract
 

Despite the increasing attention towards customer experience, empirical research to explain this notion and its consequences is still limited. Hence, this study aims to examine the effect of customer’s experience with four dimensions on their emotions and satisfaction. A convenience sampling technique was used to select a sample of 600 at two tourist spots of Malaysia i.e., Langkawi and Penang. 450 questionnaires were returned back and the data was analysed using partial least square based structural equation modelling. Findings reveal that all the four dimensions of customer experience influence customer emotions which develop customer satisfaction. Resort hotels are least focused facet of tourism industry; therefore, this study validates the customer
experience scale in the context of resort hotels and enhances the theoretical progress on the experience concept in relation with customer emotions and satisfaction and offer important implications for resort hotel marketers.

 

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Keywords: Customer Experience, Emotions, Customer Satisfaction, Resort Hotels, Partial Least Squares.
Citation: Ali F., K. Hussain and R. Omar (2016) Diagnosing customers experience, emotions and satisfaction in Malaysian resort hotels. European Journal of Tourism Research 12, pp. 25-40

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European Journal of Тourism Research